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Direct Mail Catalogs Brochures Write Captions That Sell
Many prospects skim through catalogs and brochures, glancing at the photos and reading the accompanying captions only when a particular image arouses their interest. That's when you have their attention. And so that's when you sell them.
My advice for writing captions is to never describe what readers can see for themselves in your photo.
If your photo shows a man in a golf shirt, for example, don't place a caption beneath the photo that simply says "New Golf Shirt." Instead, write a subhead that communicates a benefit that the reader cannot see, one that the photographer could never capture. Write something like this:
NEVER A HOLE IN ONE: Our new Glengarry Go...
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Outdoor Channel(TM) Announces Winner of 'Win Your Own Fishing Show Contest' (PR Newswire via Yahoo! Finance)
The Outdoor Channel announced the winner of its 4th Annual "Win Your Own Fishing Show Contest." Joel Piatek, a sales account executive from Harsen's Island, MI beat out thousands of hopefuls to win his own one-time fishing show on The Outdoor Channel.
Flame Game Versus Fort Worth To Be Televised on UPN-8 This Sunday (OurSports Central)
FORT MYERS, Fla., February 20 - The Florida Flame have announced that their NBA Development League game scheduled for this Sunday, February 26 against the Fort Worth Flyers will be televised in Southwest Florida on UPN-8 TV. The broadcast begins at 5 p.m. from Germain Arena and is the team's first-ever locally televised game.
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